Applying the Brand Equity Concept to Major League Baseball

Louis E. Boone
C.M. Kochunny
Dianne Wilkins

The concept of brand equity is widely used in the consumer-goods sector to measure the added value of established brands over their generic equivalents. This paper describes a method of extending the concept to Major League Baseball as a method of evaluating management's cumulative performance in brand-building. Results of the analysis indicate unsatisfactory performance by the owner-managers of most Major Laegue Baseball franchises.